The Importance of Insight in Product Reviews

In 9 out of 10 product reviews the objective function is to show we have it under control. What you should really be discussing is insight and how are you going to translate those insights into a compelling creative product that will win right? People at different levels of the organization are thinking about all this junk when they're trying to make a decision, he says. "Your highly creative highly differentiated very ambitious idea gets watered down right to something safe"